Case Study: Five Companies Automate Marketing Processes to Impact Bottom Line

4 minute read
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There's an overwhelming amount of data out there. To remain agile in an increasingly complex market, businesses need to somehow harness the power of this data, get a complete picture of their customers, and react in real time across all parts of the customer journey. Sound like a challenge?

Five brands show how automating even parts of a business can have a significant impact on the bottom line.

Mike's Bikes Makes the Most of Limited Resources


Your teams may be amazing, but they only have so much time on the clock. Automating processes across the marketing life cycle can help them be even more productive. Even better, it can help you manage and improve the multichannel customer experience across web, contact center, social media and mobile in a cost effective manner.

Mike’s Bikes, a localized chain with brick-and-mortar stores in northern California, operates a hugely successful website with an extremely small marketing team. With that growth putting strain on their very limited resources, they automated as much of their search marketing activities as possible. In doing so, they decreased the cost of acquiring new traffic by 15 percent and improved conversion rates by nearly three times.

Boden Keeps its Customers Happier

Your customers are already telling you everything you need to keep improving their experience. This is essential to building brand loyalty:customer experience -- not pricing or features -- is the single largest influencer on buying decisions. Real time analytics can help your business encourage up-sell / cross-sell and increase customer satisfaction.

With just two brick-and-mortar stores, international retail giant Boden drives most of its business through its website. The company measures and understands visitors' actions and then optimizes the online experience in real time based on those implicit or explicit actions. Removing manual marketing processes like single channel analysis, profiling and manual targeting rules has enabled Boden to see increases in revenue per visit based on replicable, reliable data.

TransUnion Takes the Guesswork out of Targeted Content

You only have a few seconds to capture someone's attention when they first visit your site. Make it count by leveraging what you already know about similar demographic segments and automatically serve up content that's proven to work.

TransUnion uses automated dynamic segment generation to create targeted experiences for its site visitors. Automating the segmentation process simplifies complex manual tasks that would otherwise take a good amount of time and resources. More importantly, it ensures that each of TransUnion’s visitors receives a highly personalized experience with content that's been shown to increase conversions.

Nikon Delivers Consistent, Unified Content

As your customers increasingly find your brand through channels such as mobile or augmented reality, they expect to receive the same brand experience they currently get on the desktop. Nikon Europe has to contend with this challenge in 33 countries, in 26 languages, and across mobile, web, print and more.

Learning Opportunities

Done manually, this would take untold hours of labor in each region in addition to the oversight needed to keep everything aligned and secure. With a centralized media management system that integrates directly with its WCM solution, Nikon Europe can seamlessly and cost-effectively deliver globally targeted content across multiple channels with just a single click.

Orange Telecom Streamlines Customer Engagement

Analyzing customer feedback and intelligence is critical for any business. But if you're short on time or resources, it can be a challenge to sift through (let alone glean insights from) customer interactions on social media, call center records, email and everywhere else your audience is generating content.

Orange Telecom relied on manual analysis of customer conversations to identify trends and improve call center performance. This depended on fallible human intervention to gather accurate and relevant information. Even after investing a huge number of hours, the team could still only analyze about 8 percent of incoming customer service calls in the Dominican Republic.

Transitioning to an automated speech analytics solution made a massive difference, helping them discover and address key issues in real time and reducing contact center costs by 30 percent.Orange also leveraged intelligence from its customer interactions to develop better marketing initiatives and increase campaign effectiveness by 10 percent.

A superlative customer experience can be turned into your biggest competitive advantage. In order to scale and meet (or exceed) consumers’ expectations, businesses need to automate processes across the board. Even small changes can lower business costs and drive higher conversion rates. Regardless of where you begin automating, you’ll be better equipped to understand 100 percent of your customer data and react to it in real time for a more targeted, optimized customer experience overall.

Image courtesy of bluecrayola (Shutterstock)

Editor's Note: Find this helpful? Then read more from this month's better web experiences using marketing automation focus.

About the author

Sunil Menon

Sunil Menon is the Worldwide Head of HP TeamSite at HP Software. He is a product leader and technologist with more than 18 years of business and technical experience in the enterprise software space, with a focus on marketing technologies, content management, collaboration, and web development.

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